Making CRM Work For You

Overview and objectives:  This is a 1-day non-technical workshop that outlines the basic principles of CRM (Customer Relationship Management) and then applies them to your specific business.  The first half of the day lays out the basic concepts.  The second half is devoted to interactive discussion focused on visualizing, planning and building the key elements of a CRM program at your company.

Who should attend:

	Business unit and market unit managers
	Account and sales managers
	Marketing managers
	Customer support managers
	Operations managers
	IT managers

Approach:  Interactive presentation and discussion, with some case examples

Topics:

1.  CRM strategy:  (30 min)  Understanding the impact of customer loyalty on market share and competitive position.

2. CRM objectives:  (30 min)  The objectives of the CRM process should be to generate revenue, build loyalty, and enable your company to refine its product and service offering to meet customer needs at not only the segment, but individual (one-to-one) level.   How to apply these objectives to your company's situation.

3.  CRM as a process:  (60 min)  How to adapt your company's processes to:

	Segmenting customers more precisely,
	Identifying their direct needs and related interests,
	Marketing products and services (both core and non-core) to them,
	Capturing revenue through various channels of fulfillment, and
	Collecting and responding to feedback.

4.  Requirements for implementation:  (90 min)  Understanding the the essential components of the CRM program.

	Cross-functional management commitment (e-business, marketing, sales,  operations, alliances, customer service, procurement/inventory management, revenue management, HR) to implementation
	Technology and infrastructure (data base, software, e-pipes, etc)
	Training (customer support channels become 2-way pipes to the customer and can cross-sell to the customer)-- this is very important and requires new skill sets within the organization
	Partnerships (customer touchpoints extending beyond the company  to other partners)
	Change management (what new mindsets are needed within the organization, and how will people do things differently on Monday morning?)

5.   Applying the principles to your company:  first steps in visualizing the solution. (2 hours)  Interactive discussion focused on what CRM should specifically achieve for your company, and how it would affect operations.  Particular attention is paid to understanding the "before" and "after" of the customer experience with regard to each key touchpoint.

6.  A sensible implementation approach  (60 min)  Designing a "pilot" program and developing an action plan with responsibilities for moving ahead.

Contact me if you would like to arrange for this workshop, or discuss how it can be adapted to your company's needs.